5 creative ways brands use Snapchat

You can use the app in interesting ways to engage consumers and build an audience. How many of these efforts would work for your organization?

By Jessica GioglioMay 27, 2014

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Snapchat recently generated headlines by announcing the addition of Chat, a feature that enables users to text and video message in real time.

As Snapchat continues to grow and evolve, so does its user base of brands that are engaging with fans through the app. Here are five creative examples of how companies and organizations are using Snapchat that might inspire your own marketing efforts:

1. World Wildlife Fund raised awareness about endangered species

Inspired by the disappearing nature of content on Snapchat, the World Wildlife Fund presences in Denmark and Turkey have launched the #LastSelfie campaign. Created by Grey Group ad agencies, 41?29! in Turkey and Uncle Grey in Denmark, the #LastSelfie Snaps are meant to symbolize the diminishing population of different endangered species. According to the World Wildlife Fund, “The emphasis of this new campaign is to underline that if we don’t take action in real life, these species will disappear for real.”

2. The NBA built excitement for Kevin Durant’s MVP announcement

To add to the awareness and excitement over Kevin Durant’s Most Valuable Player award, the NBA used the Snapchat Stories feature. In a three-photo story, the NBA created a story to encourage fans to tune in on real time on NBATV.com and NBA.com as Durant accepted the award.

3. GrubHub found a summer intern

GrubHub.com, an online food-ordering company, used Snapchat to look for an intern with “Snapchat Skillz.” Using the Snapchat Stories feature, GrubHub posted a six-image photo slideshow explaining how interested candidates could apply with a snap of their best doodle.

4. Audi and The Onion covered the Super Bowl

During Super Bowl XLVIII, Audi turned to a strategic partnership with Snapchat and The Onion to raise awareness with the millennial demographic. With the help of its agency of record, Huge, and of Onion Labs, the in-house creative services division of The Onion, humorous photos and captions were created in line with typical behavior that people—or their pets—might exhibit during the game. The end results are pretty funny and increased Audi’s Snapchat following by more than 5,500 over the course of the game, reportedly one of the larger spikes Snapchat has ever seen.

5. NARS previewed its new collection

Cosmetics company NARS used the Snapchat to release a preview of its upcoming Guy Bourdin color cosmetics collection. Cross-promoted on the company’s @NARSissist Twitter and Instagram accounts leading into the rollout, only people who added NARSissist as a friend on Snapchat by the deadline had access to the preview content. The exclusivity and opportunity to send personalized content for a limited time only made Snapchat the perfect forum for this announcement.

These examples provide more insight into how brands could use Snapchat’s new Chat feature. From communicating exclusive behind-the-scenes content, to a surprise Chat session with a celebrity, a Chat video interview with a potential intern, or a special preview of a new product for super fans, handing a customer service issue, there are a lot of possibilities.

The challenge and opportunity for brands will be to identify such exclusive, real-time moments.

What’s your favorite company on Snapchat? Please share it in a comment below.

Jessica Gioglio is a social media strategist and co-author of “The Power of Visual Storytelling.” Based in Boston, Jessica specializes in social media content, community engagement, and crisis management strategy. A version of this article originally appeared on Convince & Convert.